Ready To Eat Meals

Research Report

Tanveer Manzoor Quershi (12282)

Submitted to: Sir: Ashraf Janjua

Contents
Section 1: Introduction ................................................................................................................................. 1 Introduction to Ready to Eat (RTE) ....................................................................................................... 1 Background for the Study ......................................................................................................................... 1 Concept ..................................................................................................................................................... 1 Some Features: ......................................................................................................................................... 2 Motivation for the Study........................................................................................................................... 2 Objectives of the Study ............................................................................................................................. 2 Research Problem ..................................................................................................................................... 2 Scope of the Study .................................................................................................................................... 3 Limitations of the Study ............................................................................................................................ 3 Defining the Variables ............................................................................................................................... 3 Section2: Literature Review .......................................................................................................................... 4 Theoretical Review.................................................................................................................................... 4 Introduction .............................................................................................................................................. 4 The current scenario ................................................................................................................................. 4 Market....................................................................................................................................................... 4 Challenges ................................................................................................................................................. 5 Research Based Literature Review................................................................................................................ 6 Research Paper Abstracts ..................................................................................................................... 6 Ready To Eat Food Industry ...................................................................................................................... 6 Ready Meals in Pakistan to 2013 .............................................................................................................. 6 Highlights .................................................................................................................................................. 6 Reasons to Purchase ................................................................................................................................. 6 Article Abstracts ............................................................................................................................................ 7 Food Industry ............................................................................................................................................ 7 Cooking made convenient .................................................................................................................... 7 Source: Research report on Retort Packaging ...................................................................................... 7 MARKET & ITS GROWTH ....................................................................................................................... 8 Source: www.marketingpractice.blogspot.com ................................................................................... 8 Ready to Eat: Processed and packaged foods ...................................................................................... 8 Section 3: Research Methodology ................................................................................................................ 8 ii

Research Design ........................................................................................................................................ 8 Steps in the research: ........................................................................................................................... 9 Data collection Methodology ................................................................................................................... 9 Primary data .......................................................................................................................................... 9 Secondary data ..................................................................................................................................... 9 Sample design ........................................................................................................................................... 9 Tools & Techniques ............................................................................................................................... 9 Sample Size ............................................................................................................................................... 9 Questionnaire response over using SPSS ................................................................................................... 10 Overview of Data ....................................................................................................................................... 10 Initial Question ........................................................................................... Error! Bookmark not defined. Likeret scale s Questions .......................................................................... Error! Bookmark not defined. Personal Info .............................................................................................. Error! Bookmark not defined. Valuation of Data Using T-Test ................................................................................................................... 14 RESULTS & FINDINGS .................................................................................................................................. 20 Results from the series of above questions: ............................................................................................... 28 CONCLUSION............................................................................................................................................... 29 Recommendations ...................................................................................................................................... 30

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Section 1: Introduction
Introduction to Ready to Eat (RTE)

Background for the Study

Pakistan has progressed in agriculture & industrial sectors since the beginning in many aspects of production and processing. Today, Pakistan is one of the largest producers of cotton, dry fruits, rice, and sugarcane in the world, Therefore, Pakistan Government is making all possible efforts to provide more infrastructures for these industries. Excise duty is considerably on RTE and different taxes had reduced. This facilitates manufactures to reduce their prices & makes them to go global with competing the products and prices of those countries. The ready-to-eat (RTE) market in Pakistan, currently estimated at Rs. 500 Million (2006) is expected to expand to reach Rs. 3 Billion by 2015, according to a research the major contributors of the production would be changes like cold chain development, reduction of taxation, increase in income levels of the middle class, technical skills and the most important factor is the demand for ease.

Concept
Ready to Eat Meals (RTEM) are partially prepared meals and they are relatively new products in subcontinent as compared to western countries. What customer needs to do is just to open the item pouch and either places it in the microwave oven to heat or place it in warm water for some time and then serve to eat. Earlier these ready to eat meal provided to soldiers in army so that they can eat it any time and place without cooking utensils. The potential for growth in the market is quite considerably good and according to January 2010 estimates its worth Rs 50 million annually. There are two main reasons for this growth, one is the population and the other is the improvement in consumers spending ability. The ready-to-eat segment is growing at a good pace. Two major Players in the Ready to Eat Segment will be Shan National

Some Features:
Globalization of Pakistani food and its people living abroad in different countries of the world considered as the major factors for popularization of ready to eat foods. Major factor for motivation of ready to eat foods is the foreign market which is growing very fast. Retail outlet culture is also increasing rapidly in Pakistan. Life of these food items is about 12 to 18 months. Their features such as Quality, essence and aroma of these foods remain fresh up to the expiry date. Women wanting to spend more time out of the kitchen. Increasing white choler bachelors staying away from homes.

Motivation for the Study

According to certain reports, the current pace of the market penetration of these products isnt so good due to certain factors which includes that the core concept behind these RTE products is that people living in urban areas have limited time to spent at home and as many women , especially in urban areas are working they prefer convenience as their primary consideration in buying such products however this doesnt seem to be very realistic because in Pakistan people still prefer home made food cooked and served .

Objectives of the Study

To study the market penetration of Ready-To Eat food. To study the consumer perception of Ready-To-Eat foods. To identify the buying pattern of Ready-To-Eat (RTE) packs. To identify the factors influencing buyer behavior of RTE packs.

Research Problem
This Study deals with the Ready to eat Industry in Pakistan. The study also aims at understanding the factors influencing buying decision making of the RTE packs. The factors under consideration are advertising, price, Product, Value proposition etc.

Scope of the Study

This research aims to study of factors that are influencing consumer purchase behavior of Ready to eat products in Pakistan. This research conducted to understand all the unenthusiastic and encouraging perceptions about the Ready to Eat packs. In the research, I have highlighted the following points: I studied areas where actions are required to draw consumers attention and increase awareness about RTE products. Points which consumers gave about situations where they prefer RTE product in replace of their daily routine methods. Number of people aware about such products. Percent of people who prefer RTE on monthly basis in emergency situations. Where did the respondents first heard about RTE So that I can emphasize on factors to increase knowledge about RTEM products

Limitations of the Study

For a study like this where the consumers are spread across a wide area of Pakistan the sample size taken was very limited i.e. 250. Lack of awareness among a considerable portion of population and lack firsthand knowledge.

Defining the Variables

Independent Variable: Consumer Buying Behavior Time to cook Price

Moderating Variable: Time spent for cooking

Dependent variable: Demand of Ready To Eat Meals

Section2: Literature Review

Theoretical Review Introduction

The ready to eat meal industry consists of two categories, frozen ready meals and canned ready meals. The market for ready meals in Pakistan increased at a compound annual growth rate of 13.7% between 2003 and 2008.The canned ready meals category led the ready meals market in Pakistan, accounting for a share of 60.3%. The ready to eat foods have gained momentum in Urban Pakistan where even women are working and there is time crunch to cook. The Pakistani food processing industry has changed considerably in recent years to adapt to the demands and lifestyles of domestic consumers, particularly the growing middle class. This is also due to the rapid expansion of the retail distribution system replacing mall stores and wet markets with modern supermarkets, superstores and convenience stores. Dairy products, deli products, snack foods, ready-toeat and ready-to-prepare meals are currently the most rapid growth product categories in the domestic market.

The current scenario

The ready-to-eat (RTE) market in Pakistan, currently estimated at Rs. 50 Million (2006) is expected to expand to reach Rs. 5 Billion by 2015, a report also highlights that the RTE market in Pakistan has remained under-penetrated owing to factors such as consumers penchant for freshness, low affordability and the Pakistani housewifes preference for home-cooked food.

Market
There is a huge untapped market opportunity arising due to rapid demographic shifts in income, urbanization, and proportion of urban working women in India. The industry needs to concentrate on broadening the market and increasing penetration amongst Indian consumers.

The analysis also pointed out that industry players would have to significantly improve their price competitiveness with respect to other options such as domestic help, eating out and ordering in,

available to the Pakistani consumer. Besides price consideration, the product range offered by industry players will have to strengthen.

Challenges
Most urban families are strapped for time. So I would conclude that the RTE foods would be a necessity, however, this is not the case. The Rs 500 million markets have stayed stagnant over the past three years. That's because in Pakistan people still believe in cooking and serving food. Additionally, The RTE foods have to compete with restaurants, cooks and consumers penchant for cooking. Over and above, the pricing is higher range which has made it an occasional purchase item rather than regular buying.

Research Based Literature Review

Research Paper Abstracts

Ready to Eat Food Industry

The project report deals with research done on the Ready to eat industry in India. It was research done by students. The analysis has been done based on the primary data (which are collected through survey & personal interview) and secondary data (which are collected from different sources like internet, magazines, and reports of different Government agencies). The project covers the current news on ready to eat food

Ready Meals in India to 2013

The report provides data and information on the ready to eat meal market in India. The is a comprehensive report covering category and segment level data including value, volume, distribution share and company & brand share.

Highlights
The market for ready meals in India increased at a compound annual growth rate of 13.7% between 2003 and 2008. The canned ready meals category led the ready meals market in Pakistan, accounting for a share of 60.3%.

Reasons to Purchase
Develop business strategies by understanding the quantitative trends within the ready meals market in India Design effective marketing and sales strategies by identifying key market categories and segments Identify key players within the market to plan lucrative M&A, partnerships and agreements

CS Market Research report Country: India The project report gives a detailed analysis of the Indian food processing industry. The factors influencing the growth pattern is attributed to the rapid expansion of the retail distribution system replacing mall stores and wet markets with modern supermarkets, superstores and convenience stores. Domestic processed food consumption will continue to grow as Indias population increases, and as incomes increase and lifestyles change, a higher proportion of processed food and beverages are included in the diet. The consumer food industry mainly consists of ready-to eat or ready-to-cook products such as noodles, cocoa based products, bakery products, biscuits, soft drinks, and snack food.

Article Abstracts
Food Industry
Source: http://www.indianfoodindustry.net/ The article deals with the Indian food processing industry. There is an opportunity for large investments in food and food processing technologies, skills and equipment, especially in areas of Canning, Dairy and Food Processing, Specialty Processing, Packaging, Frozen Food/Refrigeration and Thermo Processing, Fruits & Vegetables, Fisheries, Milk & Milk Products, Meat & Poultry, Packaged/Convenience Foods etc This shows that there is large scope for growth for RTE industry and studying the factors influencing the industry and industry should consider all these factors to get a share of the growing RTE market. Cooking made convenient Source: The Hindu This article elaborates on the need for Ready to Eat foods. It also discusses how RTE has penetrated In the retail distribution network. It also discusses the various competitors in this segment and the pricing strategy on these companies. Source: Research report on Retort Packaging Ready to Eat Meals like already cooked or prepared lunch & dinner are relatively new products which came in market only a few years back and now sold through retail general stores in especially made sealed aluminum laminates.

MARKET & ITS GROWTH

The popularity of ready to eat packed food now is no longer marks a special occasion. Peoples want value for time, money in terms of quality and variety. The food processing industry is one of the largest industries in India and it is the ranked fifth in terms of Production, Consumption, export & Expected growth.

Source: www.marketingpractice.blogspot.com

According to ITC press release on March 2008, Indian RTE market is worth around Rs 80-100 crore. The market is somewhat in a stagnant state and the growth is minimal. This article deals with the rising prices issue that might have an impact on the RTE industry. Ready to Eat: Processed and packaged foods Source: www.garamchai.com This article discusses the take off of ready to eat industry due to demand from NRIs. It also lists the various players in this segment along with their product offering. The article states in spite of the stagnant growth in Indian market the companys sales are fast gaining momentum due to the sales driven by NRI market.

Section 3: Research Methodology

Research Design
Research design is the arrangement of theoretical frame work; it also called the home work for any organization in order to launch any new product in the market. The study was mainly concern on descriptive study; data would collect through primary and secondary sources. First of all problem would be defined, this is because it was not completely famous in audience. It considered as new study because the RTE pack market has not as famous in Pakistan as it is in India. While having search for the problem it is to be feel difficult to aware people about frozen foods and RTEM food, because people mostly think that frozen food are same as RTE packs.

Steps in the research: Found out the research problem and collect the data of secondary to draw the path for research study. Regarding research problem search out articles, essay writing, and book on this research study. Primary data would be collected through questionnaire and one to two interviews with executives one. After having, these data compile them in a proper format to analyze it. Then found out research and findings. Then conclusion and recommendation will give in the last of this research.

Data collection Methodology

Primary and secondary data collection method would used. Primary data Primary data was collect through questionnaire. There would be choose 200 sample sizes but it reduced to 150. Primary data also collected by few interviews with working womens. Secondary data Secondary data is the data which already be existed, done for the same study or some other study. I would also go through this process. I read articles on India market for RTEM, RTEM food industry etc.

Sample design
The sampling technique non-probability used. In addition, sample would be chooses on convenience based. A sample size consists of 200 respondent but 50 of them are completely unaware of this RTEM food, so it needs to discarded, conclusion were taken from 150 responses by mixture of respondent. Respondent are mostly from Karachi.

Tools & Techniques Data collected through primary and secondary study. Moreover, data would analyzed by SPSS, EXCEL and word office software. Thorough excel I bought the graphs and from SPSS I got one sample t-test, descriptive analysis and finally correlation test.

Sample Size
A sample size consists of 200 respondent but 50 of them are completely unaware of this RTEM food, so it needs to discarded, conclusion would taken from 150 responses by mixture of respondent. Respondent are mostly from Karachi.

Questionnaire response over using SPSS Overview of Data

From 1 questionnaire to 24th

10

From 25th to 81st

11

From 128th to 150th

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Descriptives
Descriptive Statistics N Given a normal week, are meals (i.e lunch & dinner) cooked at home for 150 Range 3.00 Minimum 1.00 Maximum 4.00 Mean 1.7533 Std. Deviation .75916

On days when meals are not cooked at home, how do you manage?

150

2.00

1.00

3.00

1.9733

.63401

Have you heard of READY TO EAT meals

150

1.00

1.00

2.00

1.0133

.11508

Have you purchased READY TO EAT meals any time

150

1.00

1.00

2.00

1.6533

.47750

You picked up a READY TO eat pack

150

1.00

1.00

2.00

1.6533

.47750

How did you come to know about the Ready To Eat Packs

150

3.00

1.00

4.00

1.8400

1.11776

"A Ready To Eat Pack saves a lot of time and effort in cooking"

150

4.00

1.00

5.00

1.6467

.86028

A pack of Ready to eat has sufficient quantity

150

4.00

1.00

5.00

3.0533

.96089

A Ready to eat pack is easiy available I dont see any Health

150

3.00

1.00

4.00

2.4067

1.06246

150

3.00

1.00

4.00

2.9733

.93368

problem due to consumption of RTE

I think a RTE pack is value for

150

3.00

1.00

4.00

2.0400

.66434

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money

I think the RTE meal is not as tasty as freshly cooked food

150

3.00

1.00

4.00

2.2867

.83011

I know that the RTE Packs are manufactured at best quality standards

150

3.00

1.00

4.00

2.3600

.77961

I will surely use more RTE Packs if ready to eat rotis are also made vailable

150

3.00

1.00

4.00

2.1867

.95106

age group marital status

150 150

2.00 3.00

2.00 1.00

4.00 4.00

2.5867 1.9800

.80424 .68021

Occupation

150

3.00

1.00

4.00

1.3400

.62208

You belong to a ( family size)

150

5.00

1.00

6.00

1.5200

1.00148

totaly family income

150

5.00

1.00

6.00

2.5667

1.05179

Valid N (listwise)

150

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One-Sample Test Test Value = 0 95% Confidence Interval of the Difference Mean t Given a normal week, are meals (i.e lunch & dinner) cooked at home for 28.286 df 149 Sig. (2-tailed) .000 Difference 1.75333 Lower 1.6308 Upper 1.8758

On days when meals are not cooked at home, how do you manage?

38.120

149

.000

1.97333

1.8710

2.0756

Have you heard of READY TO EAT meals

107.843

149

.000

1.01333

.9948

1.0319

Have you purchased READY TO EAT meals any time

42.406

149

.000

1.65333

1.5763

1.7304

You picked up a READY TO eat pack

42.406

149

.000

1.65333

1.5763

1.7304

How did you come to know about the Ready To Eat Packs

20.161

149

.000

1.84000

1.6597

2.0203

Likerts Scale Question

"A Ready To Eat Pack saves a lot of time and effort in cooking" 23.443 149 .000 1.64667 1.5079 1.7855

A pack of Ready to eat has sufficient quantity

38.918

149

.000

3.05333

2.8983

3.2084

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A Ready to eat pack is easiy available

27.743

149

.000

2.40667

2.2352

2.5781

I dont see any Health problem due to consumption of RTE

39.002

149

.000

2.97333

2.8227

3.1240

I think a RTE pack is value for money

37.609

149

.000

2.04000

1.9328

2.1472

I think the RTE meal is not as tasty as freshly cooked food

33.737

149

.000

2.28667

2.1527

2.4206

I know that the RTE Packs are manufactured at best quality standards

37.075

149

.000

2.36000

2.2342

2.4858

I will surely use more RTE Packs if ready to eat rotis are also made vailable

28.159

149

.000

2.18667

2.0332

2.3401

Personal Data
age group 39.391 149 .000 2.58667 2.4569 2.7164

marital status

35.651

149

.000

1.98000

1.8703

2.0897

Occupation

26.382

149

.000

1.34000

1.2396

1.4404

You belong to a ( family size)

18.589

149

.000

1.52000

1.3584

1.6816

totaly family income

29.887

149

.000

2.56667

2.3970

2.7364

As it is clear from the above one sample t-test that data which I gathered could concluding that all null hypothesis would rejected at 5% significant level. To make our result confirm with more authenticated operation that is correlation, which make sure about our results findings are true.

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Co-Relation Test
H1o. Convenience doesnt affect the demand for RTEM. H1a. Convenience affects the demand for RTEM

here I took the hypothesis that is convenience effect the demands or not, so to check this one out I have taken two question from agreeable scale. One is about availability and another is about value for money and it is clear from the above correlation test that value for money is rejected and yes convenience does effect on DEMAND.

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H1o. Convenience doesnt affect the demand for RTEM. H1a. Convenience affects the demand for RTEM

To make this point more clearly I put another question that is about savings a time with this RTEM, and again I are on the same result that convenience does affect on the DEMAND.

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H2o. Product Features dont affect the demand for RTEM. H2a. Product Features affect the demand for RTEM.

Another Hypothesis which I need to discuss is about product features influence on RTEM Demand. When to look into the correlation table I have seen that, the quality and the taste would be statistically significant at 0.01 significant levels. Therefore, I could conclude that yes features of the Food does effect on RTEM Demand. Because people still look for the sufficient amount and shape of the food rather then its quality and taste.

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RESULTS & FINDINGS Cooking are at home

0% 10%

All Days 25% Week Days Week end 65% Never

The pie chart above interprets a desi Pakistani households mentality of cooking food at home almost on all days (65% of respondents), and 25 % of respondents cooking on week days.

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which one you choose when cooking were not be at home

We pick up a ready to eat packet 15%

We ordered food from Resturant

15%

We visit a resturant

70%

10

20

30

40

50

60

70

80

This one also shows our mentality that I want to visit to outside from our houses if and only cook are not at home. In addition, I see that people tend to choose more than one answer but I restrict them to choose one.

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did you ever heard of RTE meals?

30%

Yes 70% No

When I start to collect the primary data by questionnaire then it found that most of the people didnt understand the difference between frozen foods and RTEM foods, therefore I discarded 50 questionnaires regarding this. In addition, rests were very much aware of these RTEM.

Have you ready to eat meals any time?

35%

65%

Yes No

65% of them were agree with the question and 35% gives in negative
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Picking up the RTE By:

30% While shopping for MONTHLY GROCERY items 70% Separately DURING EMERGENCY

70% will have RTEM while shopping for monthly grocery items and 30% will have in emergency. It noted that these people were aware of RTEM.

came to know about RTE?

Display at Malls Word of Mouth Tv Commercials

0 Other 70% Display at Malls

Word of Mouth

15%

Tv Commercials

15%

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As it seen from above chart that RTEM are only at big malls, so not everyone can access it but the niche market will access it. Therefore, it is better to increase the availability of the product

A RTEM saves time and effort in cooking

Strongly Agree Agree Niether Agree or Disagree 36 Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 14 100 Disagree Strongly Disagree

A pack of RTE has enough quantity

Strongly Agree Agree Niether Agree or Disagree Disagree 30 Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 20 60 Strongly Disagree

20

20

24

A RTE Pack is available whenever I need to avail it

Strongly Agree Agree Niether Agree or Disagree 20 30 10 80 0 Disagree Strongly Disagree

Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree

I can't found any health problem beacuse to the usage of RTE

Strongly Agree Agree Niether Agree or Disagree 20 60 40 20 10 Disagree Strongly Disagree

Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree

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I bilieve a RTE is value for money

Strongly Agree Agree Niether Agree or Disagree 10 Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 30 Disagree Strongly Disagree

40

50

20

I think home made meals are more fresh then RTE pack cooked
Strongly Agree Agree Niether Agree or Disagree 30 70 10 30 10 Disagree Strongly Disagree

Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree

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i Bilieve that RTE packs are manufacture at best quality standard

Strongly Agree Agree Niether Agree or Disagree 20 20 10 70 30 Disagree Strongly Disagree

Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree

I will use RTE Packs if ready to eat rotis are also available
Strongly Agree Agree Niether Agree or Disagree Disagree 40 70 10 10 20 Strongly Disagree

Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree

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Results from the series of above questions:

100 respondents i.e. 76 % of respondents answers that RTEM is the food which saves a lot of time. Now marketer should use this strong reason for advertising and promotion strategy. 95 respondents feel that RTE packs have sufficient quantity and 55 feel they dont. Its a combine reaction. Now from this I can conclude that people still look for the sufficient quantity to eat. Therefore, quantity should be enough to have meal. Only 40 respondents i.e. 32 % feel that the RTE packs are convenient when needed. This shows that it could be need to enhance distribution network for RTE market. 80 respondents feel that RTE packs are good for health while only 40 respondents shares otherwise, which is need to be observe by the RTE companies. Now a days people are more concern with their health and the awareness is increases day by day with in humans, so make sure that you should promote in way so that people accept it as a good quality product. 70 people feels that RTE packs are not value for money while only 50 people feel otherwise, while the rest of respondents did not agree on either. Which is to be concluded that still most of the respondent took RTEM as expensive one, they feel what I spend will not get it. So company must sure of the convenient price list. 100 respondents felt that RTE meals are not as per expectation as homemade meals and 40 respondent answers otherwise. Now here typically Pakistani mentality is enlightened where people think that ghar ki dal, murghi barabar, so in order to grab the attention of people you have to make them believe that RTEM as fresh as homemade meal. As the results, shows that 100 people are disagree with the statement that ready to eat meals are manufactured under best quality standards. Only 40 will answers in either, and these are the people who think that RTEM is value for money.

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CONCLUSION
From above all discussion, I are now to conclude our research report with the following findings: Price- Pakistani people are very much pricing sensitive, they still want Mercedes in 8 lacs. In order to advertise RTEM this one should be in your mind that you have to make viewers to believe that RTEM is the value for money.
Value proposition RTEM is always perceived as the value proposition, and

what value proposition is all about , it is that customers want their cost worth, what they spend will have more than that. The same is the case here in term of RTEM that people expect more then what is provide now.
Value for money The main competitors of the RTEM are the restaurants,

because respondent feel the worth for money while spending at the restaurant, so there for Industry of can food must have to sure that what customer spend will get more than that. While having walk-in interviews it was also found that people dont like to spend more on RTEM because they dont felt them the value for money Quantity and taste of food - Pakistanis love to eat DESI food, most specially at Punjab side people love spicy food. Respondent dont look for the quality they just want sufficient quantity which make sure of complete meal to them, thats why I the Pakistani wont let the meal down until abdomen is about to blast. Manufacturing conditions our respondents are the mixture of educated and non-educated people, so educated respondent were taken much care about manufacturing condition, their main concern is of their health in this fast pace of life. So it should be make sure that quality would be best if your target market is working women because they are educated. Easy availability As I discussed earlier that main competitors for RTEM are restaurants, and they provide at most easy way, mostly restaurant have free delivery at home. So availability is to be considered as one of the important factor while launching RTEM.

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Recommendations
As per our research, the following recommendations should be practice by the Food Industry in order to make their plan of RTEM most successful: It is clear from the above results that Pakistanis are now more aware of what is bad and what is good for them and one major cause are that they considered RTEM as not good for health, so can food manufacturer has to use this point in their advertising and promotion strategies. It needed to aware people about the freshness of RTEM . It is seen that 100 respondent were agree that RTEM foods are not as fresh as homemade meal. Now this would be the major threats for food industry to divert the mind of respondent towards the RTEM as a fresh food and taste is same as house made meals even much better. They should Focuses on its strength as well like time saving, every time ready, in case of emergency, availability. This would be enlightened again n again in their advertising strategy and in ads campaigns. It is because the targeted people are working women and of course after having a long and tiered day it would not able to make meal manually so they must be impressed by your strength. From the results, it is very much clear that people are more concerned with price as well; they judge the product by first looking at the price of the product. Therefore the pricing strategy should be arrange in a way so that everyone can have this opportunity and easily accessible by them. It proved that people mostly aware of this product would found RTEM at shopping malls, and about to nothing will have on television and word of mouth. So it shows that availability factor is very week, in order to increase awareness first of all choose the one of the best method that ads on television which will increase the awareness with in no time because everyone have TV set and cable network connection in it. The second most important way to increase awareness is word of mouth as far as people are concerned they are also having the product by motivating his or her friend, so word of mouth will generate positive word of mouth which increases the awareness.

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